1123- Professional occupations in advertising, marketing and public relations
Professional occupations in advertising, marketing and public relations
This unit group includes specialists in advertising, marketing and public relations who analyse, develop and implement communication and promotion strategies and information programs, analyse advertising needs and develop appropriate advertising and marketing plans, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals. They are employed by consulting firms, advertising agencies, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed. Agents such as entertainment, literary and sports agents are included in this unit group.
Specialists in advertising, marketing and public relations perform some or all of the following duties:
Assess characteristics of products or services to be promoted and advise on the advertising needs of an establishment
Advise clients on advertising or sales promotion strategies
Develop and implement advertising campaigns appropriate for print or electronic media
Gather, research and prepare communications material for internal and external audiences
Develop, implement and evaluate communications strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations
Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization
Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases
Develop and organize workshops, meetings, ceremonies and other events for publicity, fundraising and information purposes
Prepare and deliver educational and publicity programs and informational materials to increase awareness of museums, galleries and other tourist attractions
Initiate and maintain contact with the media
Arrange interviews and news conferences
Act as spokesperson for an organization and answer written and oral inquiries
Co-ordinate special publicity events and promotions for internal and external audiences
Assist in the preparation of brochures, reports, newsletters and other material
Represent and act as an agent for talented individuals or individuals with specific occupational expertise
Prepare or oversee preparation of sports, literary, performance or other contracts.
Literary agents specialize in representing specific types of authors and writers. Performance agents specialize in representing singers, musicians, actors or other performers. Sports agents specialize in representing specific athletes or sports teams.
A university degree or college diploma in business marketing, public relations, communications, journalism, museology or a discipline related to a particular subject matter is usually required.
Practitioners in public relations may require an APR (Accredited in Public Relations) designation.
Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.
- Market Research Analysts and Marketing Specialists
- Writers and Authors
- Copy Writers
- Poets, Lyricists and Creative Writers
- Public Relations Specialists
- Agents and Business Managers of Artists, Performers, and Athletes
- Cost Estimators
- Business Operations Specialists, All Other
- Customs Brokers
- Online Merchants
- Financial Specialists, All Other
- Financial Quantitative Analysts
- Risk Management Specialists
- Investment Underwriters
- Fraud Examiners, Investigators and Analysts
- Personal Care and Service Workers, All Other
- First-Line Supervisors of Non-Retail Sales Workers
- Advertising Sales Agents
National Occupation Classification, (2011)
Statistics Canada and Human Resources and Skills Development Canada,
Catalogue no. 12-583-X